Carly Carson Outlines Keys to Success With Instagram Explore Ads
With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.
As a follow-up to her insights with various industry publications on Instagram’s newly released Explore ads, PMG’s director of social media, Carly Carson, penned an op-ed for AdExchanger about how brands should focus on storytelling vs. driving revenue when approaching the new ad program.
One of her recommendations is the “use of videos that will seize users’ attention immediately. Within the first two to three seconds, the videos need strong movement – not a text overlay – and must incorporate branding to drive ad recall. As always, they must be conscious of the mobile-only ad space.”
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She also advised that glossy, high-production-value pieces will not work as effectively. Read the full article to learn what else advertisers can do to ensure their ad content produces value for users.
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